Yves Pilet Consultancy
Employer brand management


Goals instead of good intentions

At the end of the year we reminisce of the past year, what have we done, what could have gone better and why we did not have the guts to do something sooner. Setting goals helps to make this process run more smoothly, but can good intentions play a role? I personally don't think so. Here's why.

No good intentions
Looking back at 2015, I see a year full of challenges. Some have been successfully completed, others still need some work. Both privately and in business we set goals. Accomplishing goals makes us happy: it makes life tangible. For next year, 2016, this will be no different. That's why I don't make annual resolutions. Frankly, I don't believe in making them. It is in my view that you should set goals. Try to accomplish them, see how you can learn from your mistakes and especially keep trying new things. Only then you can create progress.

Recovery is gradual, demand for talent goes hard
Economically we're improving, especially in the Netherlands, but that does not apply to all organizations and employees. Layoffs are still a fact, but the number of bankrupt companies decreased decreased by 20% in 2015 compared to the previous year according to the Central Bureau of Statistics (CBS). Slowly but surely it is economic revival is approaching. Companies are climbing out of their financial hole and the labor market is also starting to improve. Unemployment is currently still high, but will deploy a downward trend according to recent forecasts. Does this automatically mean that it is difficult for all organizations to attract talent? Certainly not. This partly depends on the current strength of your employer brand, the efforts you  put in last year and the years before to improve it and to what extent your sector economically dependent. Will it be more difficult to attract talent in the future? Generally speaking, the answer is yes. Good intentions therefore do not make sense in this respect: just strive to continue to sustain a good business, learn from your mistakes and be innovative.

Set goals and measure the progress during the ride
Good intentions, of course, is one thing, but carefully formulating your organization's objectives is another. Make sure before the new year starts your goals are set and support across the organization is guaranteed. Make sure you make the necessary adjustments during your ride - a year always turn out differently than you expect - and make sure you communicate new developments clearly to all of your employees. One goal I set for myself next year is the following: publish your first book on employer branding. This was a new years resolution last year, but as I already mentioned, I don't believe in them. At least, not anymore.

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